I 摘要 随着我国第三产业发展，不断引导旅游产业的发展。我国旅游业，作为地方 经济特色项目，得到空前的发展。在高速发展中的中国旅游业，带有地方“文化” 特色的项目，逐渐成为旅游行业的新兴话题。越来越多的景点项目开始着手将旅 游资源与文化资源进行有机结合发展。 历史古镇一直是我国宝贵的文化遗产资源。古镇的古建筑群作为古中国历史 变迁的见证人，代表着劳动人民文明五千年文化的沉淀。在旅游业百花齐放的今 天，古镇旅游已经成为大众旅游目的地的重要首选。如何更好地解决古镇类旅游 项目在开发中，可能遇到的困难。设法提升开发的成功率，使古镇开发项目的可 行性研究工作成了旅游项目的重要研究课题。 本文以广西柳州市雒德古镇旅游项目可行性为研究对象入手，通过文献阅读、 市场调研、数据收集、经济分析、风险分析等方法，研究雒德古镇旅游项目是否 可行。 首先，报告详细地阐述了古镇旅游研究的背景与意义。重点介绍了可行性研 究的理论基础以及各种项目分析方法，为报告奠定理论基础。 其次，对案例项目雒德古镇进行了项目简介和市场预测。通过进行市场分析、 财务分析及风险评价的分析，对项目进行科学定位。 最后，笔者根据研究，针对古镇类项目提出部分风险建议。先后对古镇项目 进行风险因素的识别、主要经营风险分析。然后针对性地提出保障项目成功实施 所应进行的保障措施。 关键词，旅游，古镇，项目，可行性ABSTRACT II ABSTRACT With the rapid development of the third industry,the tourism industry has been guided.The tourism industry in China,as the local economic characteristics of the project,has been an unprecedented development. In the rapid development of China's tourism industry,with local cultural characteristics of the project,gradually become a new topic in the tourism industry. More and more scenic spots project began to combine the tourism resources and the cultural resources. The historical ancient town has been a valuable cultural heritage resource in our country. The ancient architecture of the ancient town as the witness of the history of ancient China,represents the culture of the five thousand years of culture of the labor people's civilization. Today the tourism is like all flowers bloom together. The ancient town tourism has become a popular tourist destination of choice. How to solve the problems of the encounter difficulties in the development of ancient town tourism projects better. In order to improve the success rate of projects,it make the feasibility study of the ancient town project has become an important subject of tourism projects. In this paper, the research object is the feasibility study of Luode town project in Guangxi Liuzhou.It through literature reading,market research,data collection,economic analysis,risk analysis and other methods to study the feasible research of Luode town project. First of all，the paper expounds the background and significance of the study of ancient town tourism.Focus on introduces the theoretical basis and analysis method, which make the theoretical foundation for the paper. Secondly,the project describes the project scale and market forecast and of Luode town.Through the analysis of market analysis,financial analysis and risk assessment theory,made the scientific positioning of the project. Finally,according to the research,the author puts forward some suggestions on the risk of the ancient town. The identification of the risk factors of the ancient town project,the main business risk analysis. And then put forward the protection measures to ensure the successful implementation of the project. Keywords: Tourism,ancient town,project,the feasibility studies目录 III 目录 第一章 绪论.................................................................................................................... 1 1.1 研究背景............................................................................................................ 1 1.2 研究目的............................................................................................................ 2 1.3 研究意义............................................................................................................ 2 1.4 国内外可行性研究现状.................................................................................... 2 1.4.1 国外可行性研究现状.............................................................................. 2 1.4.2 国内可行性研究现状.............................................................................. 3 1.5 研究方法............................................................................................................ 3 1.5.1 报告研究分解结构.................................................................................. 3 第二章 古镇旅游项目可行性研究的基础理论............................................................ 5 2.1 项目管理的内涵................................................................................................. 5 2.2 古镇旅游项目..................................................................................................... 5 2.3 古镇分类............................................................................................................ 6 2.4 古镇项目可行性研究内容................................................................................ 7 2.4.1 项目可行性研究内容.............................................................................. 7 2.4.2 古镇项目可行性分析的主要内容.......................................................... 7 2.4.2.1 SWOT 分析 ...................................................................................... 8 2.4.2.2 财务分析 ........................................................................................ 8 2.4.2.3 风险分析 ........................................................................................ 8 2.5 本章小结............................................................................................................ 8 第三章 雒德古镇项目概况........................................................................................ 10 3.1 项目开发必要性.............................................................................................. 10 3.2 项目开发现状及项目建设内容...................................................................... 10 3.3 项目区域发展现状.......................................................................................... 18 3.3.1 广西的基本情况.................................................................................... 18 3.3.2 柳州市发展现状.................................................................................... 19 3.4 本章小结.......................................................................................................... 21 第四章 项目 SWOT 分析及经营目标定位................................................................. 22 4.1 SWOT 分析意义与重点................................................................................... 22 4.2 雒德古镇 SWOT 分析..................................................................................... 22目录 IV 4.3 雒德古镇市场定位.......................................................................................... 31 4.4 雒德古镇发展定位.......................................................................................... 33 4.5 雒德古镇经营策划.......................................................................................... 33 4.6 本章小结.......................................................................................................... 35 第五章 项目开发过程分析.......................................................................................... 36 5.1 雒德古镇旅游项目进度计划.......................................................................... 36 5.2 项目工作 WBS 分析 ....................................................................................... 38 5.2.1 项目 WBS 分析意义 ............................................................................. 38 5.2.2 项目 WBS 分析重点 ............................................................................. 38 5.2.3 雒德古镇旅游项目 WBS 分析 ............................................................. 38 5.3 项目干系人分析..............................................................